Writing doesn’t come easy to all of us, and that’s ok. We all have our strengths and weaknesses. Sometimes you may feel like you’re droning on and on… other times over-elaborating on a simple topic.
Readers want crisp, snappy content. They want quick hits; something skimmable, but valuable.
Here are 7 Simple Tricks to Write Crisp Content that Converts
- Keep it simple. Include too many details and you drive your audience away. Sure, you might know everything there is to know about working with introverts, but your readers want a taste of what you have to say, not an ‘all you can eat’ buffet on the subject.
The easiest way to stay on topic is to create an outline for your content and stick to it. Be informative and helpful without going over your readers’ heads. Sometimes proving your expertise is in what you don’t say. Plus, you don’t want to give away all your trade secrets. Make them click for more info or fill out a form to gauge their interest.
- Use the APP formula for your intros. This works to hook a reader almost every time. Start with something your readers Agree with. This shows that you understand they have a problem. You know where they’re coming from and how they feel. Then Promise that you can help. This is where you can add a line about how you’re the expert who can solve their problems. Next, give a Preview of what they’re about to read. It might be a quick 1-2 sentence synopsis of what you’ll be covering. Make it enticing, so they want to keep reading.
- Create skimmable content. The average reader is only going to skim 20-30 percent of what you write. Make your content easy to digest with short 2-3 sentence paragraphs. A half-a-page of dense text can sometimes feel heavy. It’s also incredibly off-putting.
Bulleted and numbered lists are best, like this one. It lets people see the main points quickly. Then they can decide if they want to read deeper. Use bold and italics to draw attention to the most important points. Don’t overuse them though; reserve them for your most exciting or interesting remarks.
- Don’t try to sound smart. 99 percent of marketing content should be conversational. Write like you’re teaching a friendly group about something new. Or like you’re talking to a colleague when you catch up over coffee. Be chatty, but not catty, and keep it professional (most of the time).
- Ditch the pitch. Your content should support your brand and provide information that your readers are interested in, for obvious reasons. It boosts your LKT factor (and your SEO). The goal is to provide value, so when your audience is ready to buy, they think of you. The average customer looks at 10.4 pieces of content before making a purchase decision, so make your copy interesting and worth its weight in sales.
- Include several calls-to-action. If you’re writing a blog or an article, use one CTA at the end of your post. You might also consider a call-to-action to sign up for your newsletter in the sidebar. Other ideas? Create a CTA box in the top third of your content to download a related white paper or infographic. If you have chat, customize your bot to pop up asking a question specific to the copy.
Just because you aren’t being salesy, doesn’t mean you don’t want people to convert. Your content shouldn’t include a pitch, but rather give readers options to click through and take further action. Throw a funnel party and post invitations everywhere.
- Don’t get lost in the middle. Have a goal in mind. Define a key takeaway you want your readers to have at the end of your content. Remember that goal the entire time you’re writing, and stay on task. Just make sure that when you go back to proof your content, that every line works to support your mission.
Follow these steps and you’ll soon be on a roll, writing fresh content and converting lookers to buyers, time after time.
Where do you struggle with your writing? Is it in the outline stage? Or are you having trouble moving people down the funnel? I’d love to help you discover the missing link. Get in touch to ask about my upcoming marketing courses or message me about 1-2-1 coaching.
Better yet, sign up for a free 20-minute call. Glad to help you sort things out.